Our first blog on ad suppression defined the tactic in a digital advertising context.
Our second on the topic highlighted the best practices we’ve seen from our customers.
This blog post shows how you can use LiveRamp Connect to implement ad suppression through LiveRamp’s self-service dashboard.
Steps We’ll Take:
- Use an example from a retail customer reactivation campaign to walk through the process of creating the segments you need.
- Distribute the segments out of LiveRamp to a marketing platform of your choice (in today’s example, MediaMath).
- Finally, we’ll implement targeting and suppression in the platform for the segments you have sent.
Creating Your Segments
When you upload a file to LiveRamp Connect, we automatically create segments (unique non-PII field values) from your data, which you can see above in the Segments tab. This is where you can view the breakdown of your customer data as it currently exists. In the top right corner, we have a tool for creating custom segments.
The segment creation tool allows you to build a fine-tuned audience for your campaign using logical rules.
Here we built an audience of female customers by using the rule that gender must equal female to be in this custom segment. We’ll call this custom segment “Retail Female,” and it will be the general targeted audience for our ads.
Because this is a reactivation campaign, we will suppress our already active customers from the ad campaign we are about to run. For this reason, we’ve created an “Active Last 90 Days” segment for our customer. This will be our suppression segment, and “Retail Female” will be our targeted segment. Both can be seen now in the segments tab.
Distributing Out of LiveRamp
Now we move on to the Distribution tab. This is where you can send specific segments to your preferred partner for activation.
Here, we’ve selected MediaMath, and can see our custom segments, Retail Female and Active Last 90 Days within the list.
The status indicator says “off” because they are not currently being sent.
Now we’ve clicked the switches to send these segments off to MediaMath, starting the internal process at LiveRamp to send over the data.
Implementing in Your Destination Platform
We’ll switch over to MediaMath, our example destination platform, to see the end of the process.
Now that our segments are delivered, we can see them in the Pixel Management tab of MediaMath’s TerminalOne interface.
In this case, we have predetermined the targeting strategy’s budget and flight dates, as well as the supply sources and/or publisher sites that the selected creatives will run on, so we move on to the Targeting tab.
In the MediaMath Targeting tab, we can see the LiveRamp audience and suppression segments under “My Data.”
We can drag a segment into the included box for targeting that audience with ads. Subsequently, we will drag our other segment into the excluded box to implement suppression on that specific part of the larger audience. Once this is done, we have begun our targeting strategy with a suppression tactic within MediaMath.
Once the campaign is live, we can see the relevant check marks on the MediaMath strategy checklist, letting us know that the job was successful.
This three-step process of segment building, distribution, and implementation makes it easy for marketers to execute a campaign with an ad suppression strategy using their customer data.
As a marketer using LiveRamp Connect, you have the ability to fine tune your data with custom segments and your choice of +200 destination platforms to connect with.